Rationale

The reason to choose TUI brand is it is one of large tourism in the world and largest in Europe. TUI made me want to know about key success and strong position that I think that it is interesting. Besides, TUI is global brand and easy searching information and then l believe that it made me understand business more than and can apply to my occupation in the future.

Company background

TUI (Touristik Union International) is one of large tourism companies in the world and largest tourism operation in Europe. The company is headquartered in Hanover, Germany and key person is Dr. Michael Frenzel- Chairman, Rainer Feuerhake- Finance, Horst Baier - controlling, Dr. Peter Engelen – Human resources and legal affairs, Peter Long –Tourism. TUI group has a strong market position. it ranks number one among the European travel which sells leisure travel packages and provides other travel services under some 200 brands in more than 20 countries. TUI travel owns about 3,500 retail travel stores across Europe and operates a fleet of more than 150 aircraft.The company provides its customers with holidays from a single source from booking in a travel agency, flights, accommodation in business through the company’own hotels, and customer care provided its own our guides. It conducts its business three segments : tourism, shipping, and other sectors.

History

In the mid-1990s key person decide to reinvent itself as a tourism, shipping, logistics company. It sold off many of its industrial concerns and purchased several major travel and transportation firms named Preussag AG until 2001 rename to TUI Company. Nowadays, it is one of the world’s largest tourist firms with interests across Europe. It own travel agencies, hotel, airlines, cruise ships, retail stores, and container ships.

* 1968 creation of TUI an association of the medium-sized companies
* 1970 air tours international and Trans Europa integrate to TUI.
* 1972 participation to different hotel brand.
*1990 the name of the main tour operator is "TUI Schöne Ferien
*1995 Creation of TUI Nederland and TUI Austria
*1996 Creation of TUI Suisse
*1998 Acquisition of the group Preussag/Hapag-Lloyd and rename to Hapag Touristik Union (HTU)
*2000 HTU was renamed to TUI Group
*2001 TUI Group is now 100% subsidiary of Preussag AG
*2002 Rename of Preussag AG to TUI AG
*2002 reorganisation from a mixed company to tourism company.
*2004 The bank WestLB sell their participation (31,4%) from the TUI AG. New shareholders are Spanish investors
* 2005 TUI sells subsidiary VTG AG to Compagnie Européenne de Wagons.
*2005 The shipping activities are grouped under the Hapag-Lloyd. With the acquisition of CP Ships it becomes the fourth largest worldwide container shipping company.
*2006 TUI AG sells business travel subsidiary TQ3 to BCD Holdings N.V.
*2007 TUI AG tourism division merges with First Choice Holidays PLC to form TUI Travel PLC

Product line & logo

TUI is one of largest tourism in Europe which sells leisure travel packages and provides other travel services under some 200 brands in more than 20 countries. The product under its brand is

Travel public center
TUI Travel PLC was created in 2007 when the TUI group’s distribution, tour operating airline and incoming activities merged with the UK’s former First Choice Holidays PLC. TUI Travel is one of the world’s largest travel groups, servicing over 30 million customers in 180 countries. Its business in made up of the four sectors Mainstream, Specialist & Emerging Markets, Activity and Online Destination Services.


Hotels &Resorts
TUI Hotels & Resorts manage the TUI Group’s hotel companies and is Europe’s largest holiday hotel provider. It has 285 hotel holdings in 30 countries with over 150,000 beds, mostly in the 4-and 5- star category. Its business portfolio includes RIU, Grecotel, Grupotel, Dorfhotel, ROBINSON, Magic Life , Iberotel brands and others.


Airline
TUI Airline is on organization within the German tourism, shipping, and logistics company TUI AG that links the 7 airlines of the TUI group. It is largest leisure fleet in Europe and the fifth largest European air carrier with 150 aircraft. Besides, it has flights more than 150 destinations worldwide departing from more than 60 airports in 9 European countries.


Cruises
TUI Cruises sector comprises Hapag-Lloyd Kreuzfahrten and TUI Cruises, currently building up operations. Hapag-Lloyd Kreuzfahrten is a leading provider of premium and luxury cruises, while TUI Cruises has focused on the German-speaking premium volume market.

Target group

TUI is one of large in the world and company’s core activities are in the tourism business, focusing mainly on the market of Central, Northern and Western Europe. TUI use umbrella brand and can link to partner or chain companies such as TUI Travel, TUI hotels & resorts, TUI Airline, Cruises and others.
The most of customers in TUI are middle class to high class because expense for trip is low-cots and can travel around the world

Brand and logo

In order to bundle the multitude of products and services offered and effectively exploit synergies, an umbrella brand was developed for implementation. The aim of this umbrella brand was to provide customer with a compelling brand promise throughout the entire chain of experience, all the way to their respective destinations.

Base on the developed vision (“world of TUI is the most beautiful time of the year”) and mission (“putting a smile on people’s faces”), a universally understood symbol was created for the new “world of TUI” umbrella brand: a smile.

The multiple color concept and unique typeface created for World of TUI make it possible to experience the new brand values in a distinct and unmistakable way that crosses all linguistic and cultural boundaries. In this way, the new brand guarantees a consistent brand promise for the customer- from the travel agency to the airline, on to the hotel, and back home again.

Positioning & Unique selling point

Strong positions in TUI is high proportion of exclusive and differentiated products and services, sold via a variety of sales channels including the internet, TUI offers its customers flexibility and choice and thus gains strong customer retention. Besides, TUI has other factors of purchasing for customers such as

Image
TUI is one of large tourism in the world and largest in the Europe so, the most of customer confide it because it provide good feel for them.

Servic
The key goal of TUI is satisfaction and loyalty of customers, so it is good service and the most of customers are interests and confide its services.

Price
TUI has a lot of partner and chain companies in worldwide such as airline hotel & resort, cruise and travel plc, so these thing made TUI has low- cost for trips and every one can use its services.